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Title: Pla de comunicació del celler Vinyas d'Empremta: vins testimonis de l'empremta d'un paisatge
Author: Gonzàlez Fernàndez, Pau
Director: Curto Gordo, Víctor
Tutor: Estanyol Casals, Elisenda  
Keywords: wines produced in Bages
corporate communication
brand positioning
winemaking communication
natural wines
biodynamic wines
Issue Date: 12-Jun-2019
Publisher: Universitat Oberta de Catalunya (UOC)
Abstract: Communication is essential in any type of organisation. From a multinational company set in many countries to local winery producers sustained by only one worker. This final master's degree project is aiming at developing a plan of communication for a micro winemaker based in Navàs (Bages): Vinyas d'Empremta. This local wine manufacturer has been producing natural wine since 2012, from an altruistic perspective but willing to make the project economically feasible in the medium term. Based on the theories and works of several authors, a communication plan is designed. Firstly, both the winery's location and competitors will be analysed. The objectives will be highlighted together with the own winery fundamental values. Secondly, strategies and practices will be developed in order to grow awareness and position the cellar -with its opportunities and interesting challenges- in a specific market: natural and biodynamic winemaking. This assignment pretends to address a communicative challenge from an academic point of view; so it should be considered not only as a professional tool but also as a twin-track professional practice and research orientated project. It is crucial to remark thank the budget is non-existent and the cellar may consider -or not- its application in the future. All in all, the main goal is to define and position the values of a particular brand in a very competitive market: wine producing -with its character and unique markings.
Language: Catalan
URI: http://hdl.handle.net/10609/101887
Appears in Collections:Bachelor thesis, research projects, etc.

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